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Lavazza - Part 1

Background

As I mentioned in my previous post, I wasn’t always fascinated with Turin, Italy. More recently, however, this beautiful city crossed paths with my passion for Italian coffee and now I can’t wait to experience it in person.

Over the last few years, Lavazza has been growing their reach well beyond Italy and is one of the few Italian coffees available at my local store. Not all the delicious roasting styles, but the name is becoming very well known.

Some of the company history highlights (from their website):

Luigi Lavazza S.p.A. was formed in 1927, headquartered in Corso Giulio Cesare 65. Luigi Lavazza, his wife Emilia and children Maria, Mario and Giuseppe, known as Beppe, were all present. They set up the Luigi Lavazza company, with share capital of 1,500,000 lire. Lavazza then began conquering the Turin province, thanks to its vehicle fleet and sales network.

The first Lavazza logo dates back to 1946, and was created by the Aerostudio Borghi in Milan.

In the Corso Novara headquarters, Lavazza built its great roasting plant. The innovative and more efficient vertical processing system made it possible to handle over 40,000 kg of coffee a day: this was an absolute innovation for Italy.

In 2004, the Lavazza calendar took coffee into space, with the photographs of Thierry Le Gouès, inspired by Barbarella and the pop and science fiction imagery of the Sixties and Seventies.

On a more personal level, the coffee and culture that you can find with Lavazza is the foundation of my growing love each morning that I brew a6-cupper full of theIntenso.

Enjoyment

I hope you’ll take a minute to enjoy a video while considering trying this delicious coffee.

In coming posts, I’ll focus more on the various blends of Lavazza that you can find at Coffee In Italia!

I need to come up with a unique closing, but for now I’d like to steal and paraphrase one from Charlie Papazian: “Relax! Have a home brew!” maybe: Calmatevi! Prendete un caffè! (I’ll work on it!)

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